DL–II

Principles

status: canon

1. 01Stories matter.
2. 02World-building is the new brand-building.
3. 03Communities > audiences.
4. 04Ownership is the opportunity.
5. 05Experiences inspire belonging.
6. 06Systems outperform stunts.
7. 07Physical and digital reinforce one another.
8. 08Culture comes before promotion.
9. 09Data informs, creativity decides.
10. 10Value compounds.